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Vodafone is starting the campaign for the nonprofit program ‘World of Difference‘

29. July 2011

Vodafone is launching an advertising campaign, 'Open the door to another life'. The campaign promotes the grant program 'World of Difference' within which people can work year for a selected nonprofit organization; their wages are paid by the Vodafone Foundation. The campaign starts the first of August. The 'Open the door to another life' campaign will run until the end of August and will use outdoor advertising and radio spots, television jingles, as well as different formats of online advertising and printing. "The main motif of the campaign is a door handle, which symbolizes the easy step that everyone can do to make their experience and skills utilized in the nonprofit sector and do what really fulfills them," the main idea of the campaign as explained by the Director for Brand Communications at Vodafone, Markéta Moreno.

Vodafone is launching an advertising campaign, 'Open the door to another life'. The campaign promotes the grant program 'World of Difference' within which people can work year for a selected nonprofit organization; their wages are paid by the Vodafone Foundation. The campaign starts the first of August.

The 'Open the door to another life' campaign will run until the end of August and will use outdoor advertising and radio spots, television jingles, as well as different formats of online advertising and printing.

"The main motif of the campaign is a door handle, which symbolizes the easy step that everyone can do to make their experience and skills utilized in the nonprofit sector and do what really fulfills them," the main idea of the campaign as explained by the Director for Brand Communications at Vodafone, Markéta Moreno.

The campaign is also an electronic postcard spot, where the speaker beckons, through an original way, to change the recipient's work on behalf of nonprofit organizations, while opening the door to another life. The sender can easily edit the card by inserting a variety of personalized information about the addressee. This charismatic speaker, can, in the spot, appeal by first name and guess correctly what the addressee is living on or why they need money. The main character is played by film and stage actor Karel Dobrý and the spot was directed by Vojtěch Kotek.

The experience of some former grantees of the program 'World of Difference' is otherwise conveyed through short video clips, which together with a team of people with learning disabilities, the Inventura Association recorded the documentary with an also former 'World of Difference' participant, Linda Jablonská. Video clips will be part of the online promotion for the grant program at the website www.rokjinak.cz.

The concept and visual design of the campaign comes from the BeefBrothers agency, and is represented by media agency OMD.

The grant program 'World of Difference' from the Vodafone Foundation opens its fourth year to applicants. Already twenty-eight winners have participated, who have applied their know-how in non-profit organizations dealing with a wide range of topics from ecology, through the building of a civil society, to health and social issues. In addition to dedicating time for the whole year, those interested can work for a nonprofit organization for a shorter time period of from one to three months.